Project Description

A leading Regional General Entertainment Channel faced declining viewership in fiction shows and challenges in weekend prime time. Despite strong non-fiction formats, there was underperformance. NPT viewership had dropped significantly, possibly due to shifting audience profiles and changing content preferences. To understand these issues, the market research explored evolving consumer viewing habits, preferences for shorter content, and the impact of OTT catch-up. Hypotheses included changes in familial bonds and migration patterns. The study results helped the company make strategic decisions by gaining insights into consumer expectations from fiction and non-fiction shows, enhancing programming and viewer engagement.

Project Type

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